Browsing by Author "Hoo, Wong Chee"

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    Factors influencing brand equity : testing Aaker’s brand equity framework in Malaysian toy industry
    (Consulting Publishing Company Business Perspectives, 2024-01-04) Hoo, Wong Chee; Xin, Chai Yi; Moosa, Visal
    Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia.
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    Factors influencing the adoption of e-wallet among the general public in Malaysia
    (2023) Hoo, Wong Chee; Yee, Yip Foon; Chan, Ah Huai Ah; Mubaarique, Abdul Rahman; Shina, Aishath; Khan, Muhammed Shahzeb
    The goal of this research is to investigate the factors that influence consumers adoption of electronic wallets in Malaysia. The adoption of electronic wallet payments in Malaysia is the dependent variable, and the security, speed, convenience and social influence of using digital wallets are the four independent variable in this study. The theories underpinning the study are the Technology Acceptance Theory and UTAUT theory. For the purpose of gathering data, this study makes use of an online questionnaire survey. The respondents targeted come from a variety of regions and age groups in Malaysia. A total of 390 samples have been collected. Data analysis of linear regression are utilised to finalise the findings using SPSS. The results of this research showed that the adoption of electronic wallets is significantly affected by the factors of speed, social influence, and convenience. On the other hand, there was not a discernible correlation between the prevalence of electronic wallets and the level of security they offered. In addition to that, some recommendations are made for additional research on e-wallets, as well as some limitations of the current study. The study provides data that could be useful to future researchers in their work on developing services and products related to electronic wallets. This lends support to the eventual implementation of quality electronic wallets in Malaysia.
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    Relationship of consumer behaviour in social media influences between perceived quality and brand awareness respectively towards brand image
    (2024-02-26) Hoo, Wong Chee; Hau, Chong Shin; Moosa, Visal; Raman, Arasu; Khan, Muhammad Kamran
    This study aims to investigate how consumer behaviour in Malaysia is influenced by the characteristics of social media influencers who shape consumers' perceptions of drone quality and brand awareness. The research framework on brand recognition, brand loyalty and brand image were adopted from the previous literature. The Malaysian Gen-Z population with disposable income and who use social media are the target of this study. They were users of social media such as Facebook, Instagram, WhatsApp and email. Convenience sampling was used to deliver online surveys. A total of 230 samples were successfully collected. The findings indicate that brand awareness and perceived quality are positively and significantly impacted by social media influencers while brand image is positively and significantly impacted by perceived quality but not brand awareness. Perceived quality acts as a mediator between social media influencers and brand image. An analysis of prior research frameworks and studies was conducted to assess the relationship between drone brand image and influencers. Drone research has not been thoroughly investigated. Therefore, this will address some knowledge gaps. A thorough comprehension of the principles of perceived quality and brand awareness is necessary in order to better comprehend the role that social media influencers can play in marketing consumer drone brands.